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+--------+-------------------------+-------------------------+--------+--------+
|00000000| 00 1a 4f 70 74 2d 69 6e | 20 76 73 2e 20 4f 70 74 |..Opt-in| vs. Opt|
|00000010| 2d 6f 75 74 20 65 2d 6d | 61 69 6c 73 00 00 00 00 |-out e-m|ails....|
|00000020| 00 00 00 00 00 00 00 00 | 00 00 00 00 00 00 00 00 |........|........|
|00000030| 00 00 00 00 00 00 00 00 | 00 00 00 00 00 00 00 00 |........|........|
|00000040| 00 54 45 58 54 74 74 78 | 74 00 00 00 00 00 00 00 |.TEXTttx|t.......|
|00000050| 00 00 00 00 00 13 bb 00 | 00 01 9c bd 1b 4c e0 bd |........|.....L..|
|00000060| 1b 4c e0 00 00 00 00 00 | 00 00 00 00 00 00 00 00 |.L......|........|
|00000070| 00 00 00 00 00 00 00 00 | 00 00 81 81 a6 7a 00 00 |........|.....z..|
|00000080| 4f 70 74 2d 69 6e 20 76 | 73 2e 20 4f 70 74 2d 4f |Opt-in v|s. Opt-O|
|00000090| 75 74 20 45 2d 4d 61 69 | 6c 2e 2e 2e 57 68 61 74 |ut E-Mai|l...What|
|000000a0| 27 73 20 74 68 65 20 42 | 69 67 20 44 65 61 6c 3f |'s the B|ig Deal?|
|000000b0| 0a 20 ca 20 62 79 20 56 | 69 73 69 74 69 6e 67 20 |. . by V|isiting |
|000000c0| 50 72 6f 66 65 73 73 6f | 72 20 53 68 61 6e 6e 6f |Professo|r Shanno|
|000000d0| 6e 20 4b 69 6e 6e 61 72 | 64 0a 0a 45 76 65 72 79 |n Kinnar|d..Every|
|000000e0| 20 74 69 6d 65 20 49 20 | 69 6e 74 72 6f 64 75 63 | time I |introduc|
|000000f0| 65 20 6d 79 73 65 6c 66 | 20 74 6f 20 61 20 6e 65 |e myself| to a ne|
|00000100| 77 20 70 65 72 73 6f 6e | 20 61 6e 64 20 74 65 6c |w person| and tel|
|00000110| 6c 20 74 68 65 6d 20 74 | 68 61 74 20 6d 79 20 62 |l them t|hat my b|
|00000120| 75 73 69 6e 65 73 73 20 | 63 6f 6e 64 75 63 74 73 |usiness |conducts|
|00000130| 20 20 6d 61 72 6b 65 74 | 69 6e 67 20 75 73 69 6e |  market|ing usin|
|00000140| 67 20 65 2d 6d 61 69 6c | 2c 20 74 68 65 79 20 73 |g e-mail|, they s|
|00000150| 6e 61 74 63 68 20 61 77 | 61 79 20 74 68 65 69 72 |natch aw|ay their|
|00000160| 20 68 61 6e 64 73 68 61 | 6b 65 ca 20 61 6e 64 20 | handsha|ke. and |
|00000170| 73 61 79 20 77 69 74 68 | 20 61 20 73 6e 65 65 72 |say with| a sneer|
|00000180| 2c 20 20 22 4f 68 2e 2e | 2e 20 73 6f 20 79 6f 75 |,  "Oh..|. so you|
|00000190| 27 72 65 20 61 20 73 70 | 61 6d 6d 65 72 2c 22 20 |'re a sp|ammer," |
|000001a0| 6f 72 20 22 73 6f 20 79 | 6f 75 27 72 65 ca 20 72 |or "so y|ou're. r|
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|000001c0| 6c 6c 20 74 68 61 74 20 | 20 6a 75 6e 6b 20 65 2d |ll that | junk e-|
|000001d0| 6d 61 69 6c 20 49 20 67 | 65 74 21 22 20 55 6e 66 |mail I g|et!" Unf|
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|000001f0| 20 72 65 73 70 6f 6e 64 | ca 20 6c 69 6b 65 20 74 | respond|. like t|
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|00000250| 6f 6d 6d 65 72 63 69 61 | 6c 20 65 2d 6d 61 69 6c |ommercia|l e-mail|
|00000260| 20 69 6e 20 62 75 6c 6b | 2e 20 42 65 63 61 75 73 | in bulk|. Becaus|
|00000270| 65 20 74 68 65 20 70 72 | 61 63 74 69 63 65 20 69 |e the pr|actice i|
|00000280| 73 20 72 61 6d 70 61 6e | 74 2c 20 69 74 20 74 61 |s rampan|t, it ta|
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|000002a0| 65 2d 6d 61 69 6c 20 6d | 61 72 6b 65 74 69 6e 67 |e-mail m|arketing|
|000002b0| 20 70 72 61 63 74 69 63 | 65 73 2e 20 0a 0a 57 68 | practic|es. ..Wh|
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|00000310| 6f 72 20 20 75 73 65 20 | 61 20 6c 69 73 74 20 62 |or  use |a list b|
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|00000360| 68 20 70 72 61 63 74 69 | 63 65 73 20 20 61 72 65 |h practi|ces  are|
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|000003f0| 65 65 6e 20 22 6f 70 74 | 2d 69 6e 22 20 20 61 6e |een "opt|-in"  an|
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|00000420| 64 65 65 64 20 61 20 62 | 69 67 20 64 65 61 6c 2e |deed a b|ig deal.|
|00000430| 0a 0a 4f 70 74 2d 6f 75 | 74 20 65 2d 6d 61 69 6c |..Opt-ou|t e-mail|
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|00000460| 20 61 20 6d 61 73 73 20 | 6d 61 69 6c 69 6e 67 20 | a mass |mailing |
|00000470| 28 70 6f 73 73 69 62 6c | 79 20 62 65 63 61 75 73 |(possibl|y becaus|
|00000480| 65 20 79 6f 75 27 72 65 | 20 20 73 75 72 65 20 74 |e you're|  sure t|
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|00000530| 76 69 6e 67 20 65 2d 6d | 61 69 6c 2e 20 0a 0a 54 |ving e-m|ail. ..T|
|00000540| 68 65 20 70 72 6f 62 6c | 65 6d 20 77 69 74 68 20 |he probl|em with |
|00000550| 74 68 69 73 20 69 73 20 | 74 77 6f 2d 66 6f 6c 64 |this is |two-fold|
|00000560| 2e 20 46 69 72 73 74 2c | 20 75 6e 65 74 68 69 63 |. First,| unethic|
|00000570| 61 6c 20 6d 61 72 6b 65 | 74 65 72 73 20 68 61 76 |al marke|ters hav|
|00000580| 65 20 73 6f 20 72 61 6d | 70 61 6e 74 6c 79 20 75 |e so ram|pantly u|
|00000590| 73 65 64 20 74 68 69 73 | 20 20 6f 66 66 65 72 20 |sed this|  offer |
|000005a0| 61 73 20 61 20 74 72 69 | 63 6b 2c 20 6e 6f 74 20 |as a tri|ck, not |
|000005b0| 68 6f 6e 6f 72 69 6e 67 | 20 74 68 65 73 65 20 72 |honoring| these r|
|000005c0| 65 71 75 65 73 74 73 2c | 20 62 75 74 20 76 65 72 |equests,| but ver|
|000005d0| 69 66 79 69 6e 67 20 74 | 68 61 74 20 74 68 65 20 |ifying t|hat the |
|000005e0| 65 2d 6d 61 69 6c 20 61 | 64 64 72 65 73 73 20 69 |e-mail a|ddress i|
|000005f0| 73 20 20 76 61 6c 69 64 | 20 61 6e 64 20 73 65 6c |s  valid| and sel|
|00000600| 6c 69 6e 67 20 69 74 20 | 74 6f 20 62 75 6c 6b 20 |ling it |to bulk |
|00000610| 65 2d 6d 61 69 6c 65 72 | 73 2e 20 54 68 69 73 20 |e-mailer|s. This |
|00000620| 70 72 61 63 74 69 63 65 | 20 68 61 73 20 6d 61 64 |practice| has mad|
|00000630| 65 20 63 6f 6e 73 75 6d | 65 72 73 20 77 61 72 79 |e consum|ers wary|
|00000640| 20 6f 66 20 65 76 65 72 | 20 20 72 65 73 70 6f 6e | of ever|  respon|
|00000650| 64 69 6e 67 20 74 6f 20 | 6f 70 74 2d 6f 75 74 20 |ding to |opt-out |
|00000660| 6d 65 73 73 61 67 65 73 | 2e 20 49 6e 73 74 65 61 |messages|. Instea|
|00000670| 64 2c 20 74 68 65 79 20 | 6a 75 73 74 20 61 75 74 |d, they |just aut|
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|000006a0| 61 73 68 20 20 62 69 6e | 2e 0a 0a 53 65 63 6f 6e |ash  bin|...Secon|
|000006b0| 64 2c 20 6f 70 74 2d 6f | 75 74 20 65 2d 6d 61 69 |d, opt-o|ut e-mai|
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|000006e0| 20 61 63 74 69 6f 6e 2c | 20 66 6f 72 63 69 6e 67 | action,| forcing|
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|00000730| 64 20 61 6e 6e 6f 79 69 | 6e 67 20 74 68 65 6d 2e |d annoyi|ng them.|
|00000740| 20 54 68 69 73 20 77 69 | 6c 6c 20 74 61 72 6e 69 | This wi|ll tarni|
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|000007a0| 55 6e 73 6f 6c 69 63 69 | 74 65 64 20 20 63 6f 6d |Unsolici|ted  com|
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|000007d0| 79 20 6c 6f 77 20 72 65 | 73 70 6f 6e 73 65 2e 0a |y low re|sponse..|
|000007e0| 0a 4f 70 74 2d 69 6e 20 | 65 2d 6d 61 69 6c 20 69 |.Opt-in |e-mail i|
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+--------+-------------------------+-------------------------+--------+--------+